How do we really understand the similarities and differences between Natural and Organic? Are they the same? Is there overlap? Does one end where the other begins? The Hartman Group addressed these issues in their study, Beyond Natural & Organic
WE, THE CONSUMERS
What the Hartman Group found is a significant overlap in the ways that we (consumers) think about organic and natural.The survey illustrated that the top six associations consumers have with natural and organic are the same with the same rank order.
“Organic” is understood as pertaining to what happens to food at origin (e.g., the farm, the plant, the animal), while we see “natural” as describing what happens (or doesn’t) to food after it leaves the origin in terms of production and processing. We use the term "organic" primarily to refer to farming practices and in its simplest form organic means “grown without pesticides.” Organic is also associated with absence of herbicides, synthetic fertilizers, hormones and antibiotics as well as genetically modified foods. All of these attributes are connected with the growing process and are applied to whole foods (e.g., fruits, vegetables, grains, meat, etc.).
Enter Natural
We are seeking an ideal of natural that would mean that the food and beverages we buy are healthy, whole, real, and minimally processed. Natural is understood as what happens to the food after it is grown, specifically regarding the reduction of processing steps. We more strongly associate “No artificial colors, flavors or preservatives” with natural than with organic, illustrating the stronger connection between natural and production and processing.
THE FOOD MANUFACTURERS
At the origin of this confusion is the fact that unfortunately the FDA does not have a set of rules, regulations or requirements associated with the Natural label.It is left up to the interpretation of the food manufacturer.
To some natural might mean, no artificial ingredients, like dyes or High Fructose Corn syrup.
But that same company may make an “all natural” cereal (for example) made with GMO (genetically modified/genetically engineered) corn - see the Cornucopia Institute report below and watch the video.
Not what we would consider “natural”. What the Hartman Group showed we think about “natural” is very far from what the label actually stands to mean.
The USDA has strict regulations regarding organic food and its labeling. There are basically three categories that organic foods fall into, “100 % organic“, “organic“, and “made with” organic ingredients. These infographics are taken directly from the USDA website:
THE "NATURAL" MASK OF CEREALS - Cornucopia Institute
GoLean Kashi
Mother’s Nutritious
Living Hi-Lo
Bumpers General
Mills Kix
Even the brands explicitly claiming to be “non-GMO” failed the test, some of them containing more that 50 percent GE corn.
Organic products, such as Nature’s Path certified organic corn flakes, were GMO and GE free when tested. Moreover, conventional ingredients, which “natural” products contain, have been found to hold traces of pesticides.
So why do we eaters swallow these cereal scams? The report exposes how breakfast barons intentionally blur the line between organic and natural.
And the producers market themselves as family-run, small-scale business.
These companies exploit consumers' desire for conscious consumption and make us feed the system we think we are taking a stance against: industrial agriculture.
This is only the beginning of the scam.
The report reveals “a number of brands market their names as organic by loudly promoting the few certified products on the shelf, ignoring the fact that most of their products are mere conventional ones labeled as “natural.”
But if these natural cereals are nothing but cheap conventional ones in fancy dresses, one would at least expect them to be cheaper than organic products.
The report, however, shows just the opposite, and suggests that, “some companies are taking advantage of consumer confusion regarding the difference between the meaningless natural label and certified organic claims.”
So next time you find yourself with a box of organic cereal in your right hand, and a box of natural cereal in your left, remember to read the fine print. Don’t be fooled by labels that are meant to sell products, not look after your health or the environment.
SUGGESTION: Use the Cereal Scorecard to support brands committed to organics http://cornucopia.org/cereal-scorecard/
Cornucopia Institute report: http://www.cornucopia.org/2011/10/natural-vs-organic-cereal/